Men’s Grooming and Cosmetics Market By Product, By Age Group, By Application, By Distribution Channel, By End-User, By Region - Global Market Analysis & Forecast, 2024 to 2032

Market Overview

The men’s grooming and cosmetics market encompasses a wide range of personal care products and services specifically designed for male consumers. This market includes skincare products, haircare solutions, shaving and beard care items, fragrances, and makeup for men. These products cater to the growing demand for personal grooming among men, driven by increasing awareness of skincare routines, personal hygiene, and the cultural shift towards embracing enhanced grooming standards for men. The global men’s grooming and cosmetics market is projected to grow at a Compound Annual Growth Rate (CAGR) of 6.1% during the forecast period. This growth is primarily driven by changing perceptions of masculinity and beauty, which now include a greater focus on appearance and self-care among male consumers. Social media and celebrity endorsements have significantly influenced this shift, promoting a broader acceptance of cosmetics and skincare routines traditionally seen as predominantly female-oriented. In addition, the market is seeing an influx of new products that combine skincare and cosmetic benefits with health-focused features, such as anti-aging properties and sun protection. These innovations cater to the specific skin and hair care needs of men, offering tailored solutions that are both practical and indulgent. The expansion of the market is also supported by the increasing availability of these products both in physical retail spaces and through online platforms, enhancing accessibility for consumers globally. Furthermore, the rise in disposable income and the growing influence of grooming and personal care among younger demographics have expanded the customer base for men’s grooming products. As brands continue to diversify their offerings and focus on niche marketing strategies to engage with different consumer segments, the men’s grooming and cosmetics market is expected to maintain a robust growth trend.

Changing Cultural Perceptions of Masculinity

A significant driver for the men’s grooming and cosmetics market is the evolving cultural perception of masculinity that increasingly embraces grooming and personal care. This shift is largely influenced by media representation, celebrity culture, and social media, where there is a growing visibility of men who actively engage in skincare and cosmetic routines. These trends are challenging traditional gender norms and are making it more socially acceptable for men to use products like moisturizers, toners, and even makeup such as concealers and brow gels. As a result, more men feel empowered to invest in grooming products, driving market growth. This cultural change is underpinned by a broader societal shift towards gender fluidity and an increased focus on personal appearance and self-care among younger generations, particularly millennials and Gen Z consumers.

Innovation in Product Formulation and Marketing

An emerging opportunity within the men’s grooming and cosmetics market lies in the innovation of product formulations that cater specifically to men’s skincare needs and preferences. Companies are increasingly focusing on developing products with added benefits, such as anti-aging properties, natural ingredients, and multifunctional uses, which appeal to men looking for practical and effective solutions. Additionally, there is a significant opportunity in expanding the range of products available for diverse skin types and tones, reflecting the growing inclusivity seen across the cosmetics industry. Marketing campaigns that successfully address the unique concerns and preferences of men, particularly those that use direct and relatable messaging, can effectively tap into this burgeoning segment.

Market Saturation and Consumer Skepticism

A key restraint in the men’s grooming and cosmetics market is the potential for market saturation and consumer skepticism. As the market expands and more products become available, there is a risk of overwhelming consumers, particularly those who are new to grooming and cosmetics. Additionally, there remains a substantial segment of the male population that retains traditional views on masculinity that eschew the use of grooming products beyond basic hygiene. Overcoming this skepticism requires targeted educational marketing strategies to demonstrate the benefits and normalization of men’s grooming habits.

Balancing Tradition and Innovation

One significant challenge facing the men’s grooming and cosmetics market is balancing tradition and innovation in product offerings and marketing strategies. While there is a growing acceptance of men’s cosmetics, many consumers still prefer traditional products and may view new offerings, especially makeup, with hesitance. Brands must navigate these waters carefully by introducing new products gradually while maintaining a lineup of traditional grooming staples. Educating consumers about the benefits and functionalities of new grooming and cosmetic products without alienating those with more conservative tastes remains a delicate endeavor for companies in this space.

Market Segmentation by Product Type

In the men’s grooming and cosmetics market, segmentation by product type includes Grooming Products and Makeup Products. Grooming Products, which encompass items such as shavers, aftershaves, hair care products, and skincare essentials, generate the highest revenue due to their essential role in daily hygiene routines and their widespread acceptance among men of all ages. This category has been bolstered by a consistent demand driven by an ongoing preference for well-maintained appearances and personal care. However, Makeup Products are projected to experience the highest Compound Annual Growth Rate (CAGR). This segment's growth is fueled by the increasing cultural acceptance of men wearing makeup, driven by celebrity endorsements, social media influence, and a growing emphasis on appearance in personal and professional settings. Makeup items for men, such as tinted moisturizers, concealers, and eyebrow styling products, are becoming more mainstream as they are increasingly viewed as tools for enhancement rather than strictly feminine products.

Market Segmentation by Age Group

Regarding market segmentation by age group, it includes Below 20 Years, 20-40 Years, 40-60 Years, and Above 60 Years. The 20-40 Years age group dominates in terms of revenue, as this demographic is particularly influenced by fashion trends and social media, and exhibits a high willingness to adopt new grooming products and cosmetics. This age group is also at a stage of life where personal appearance can impact various aspects of life such as career and social interactions, supporting their higher spending on grooming and cosmetic products. Meanwhile, the Below 20 Years segment is expected to witness the highest CAGR from 2024 to 2032. This growth is driven by early exposure to grooming practices and a generational shift towards personal care and appearance, starting from a younger age. Companies are tapping into this demographic with products and marketing strategies that resonate with youthful lifestyles and preferences, broadening their consumer base in the process.

Geographic Trends in the Men’s Grooming and Cosmetics Market

In 2023, North America led the men's grooming and cosmetics market in terms of revenue, driven by high consumer spending power, widespread acceptance of men’s cosmetics, and strong marketing campaigns that target male demographics. The region benefits from the presence of major industry players who have been pivotal in normalizing men's grooming practices through extensive product lines and targeted advertising. However, Asia-Pacific is expected to exhibit the highest Compound Annual Growth Rate (CAGR) from 2024 to 2032. The region's growth is fueled by increasing disposable incomes, changing beauty standards, and cultural shifts that are making grooming and cosmetic products more acceptable for men. Countries like South Korea and Japan, which have long-standing beauty cultures that include men, are leading this trend, while populous nations like China and India are rapidly catching up due to urbanization and the influence of global fashion and beauty trends.

Competitive Trends and Key Strategies Among Top Players

Top players in the men’s grooming and cosmetics market include Edgewell Personal Care, Beiersdorf, The Estée Lauder Companies Inc., L'Oréal Paris, Calvin Klein, HUGO BOSS, Dolce & Gabbana S.r.l., and Chanel Beauty. In 2023, these companies focused on expanding their product portfolios to include a wider range of grooming and cosmetic products tailored specifically for men. From 2024 to 2032, these companies are expected to intensify their focus on innovation, particularly in product formulations that offer multifunctional benefits to cater to the busy lifestyles of male consumers. They are also likely to increase investment in digital marketing strategies and online distribution channels to better reach younger consumers who predominantly shop online. Furthermore, partnerships with celebrities and influencers who resonate with male audiences will continue to be a key strategy to enhance brand visibility and influence purchasing decisions. These companies are also anticipated to expand their global footprint by entering new markets in Asia-Pacific and Latin America, where male grooming products are gaining rapid acceptance. Adaptation to local tastes and preferences will be crucial in these regions to ensure relevance and competitive edge.